By  on August 7, 2009

Macy’s Inc.’s regionalized strategy has taken shape at the retailer’s 120,000-square-foot store that opened Saturday at the Village at Fairview in the northern tier of the Dallas metropolitan area.

The store is the third with a new design featuring an open floor plan and movable walls that allow departments to expand or contract as local business dictates. In addition, a lot of attention went into the comfort of the fitting rooms, each of which is oversize with full-height walls, three-way mirrors and price scanners.

“The fitting rooms are…consolidated into a central area with a big sitting room with plasma TVs for people who are waiting for customers,” said Betsy Zeino, senior vice president and regional director of stores in Texas, Louisiana and Oklahoma.

A unit with a similar design opened Saturday in Lee’s Summit, Mo., and the first debuted in March at SanTan Village shopping center in suburban Phoenix. All three were designed to support the My Macy’s strategy of tailoring stores to individual markets.

The program has doubled the number of executives overseeing the Dallas district, Zeino noted. Now, 17 merchandise and district managers oversee 11 stores in Dallas and another 17 oversee 10 units in Fort Worth and Oklahoma, she said.

“My Macy’s is about listening to the customer and reacting to unique local opportunities based on customers in that area,” Zeino explained. “We have something at the registers in all the stores to write down feedback from all customers, whether they are asking for a vendor we don’t have, a size or color that isn’t part of the assortment. We take all that feedback to both the planner and the merchant so we can react quickly.”

A bigger assortment of social dressing is on tap for Dallas-area stores, she said.

“The Dallas customer would like us to have a more updated better assortment of dresses and more social assortments, not just in misses’ but in petite as well,” Zeino said. “You will be seeing that as soon as we can effect those buys for the Dallas market.”

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